In
a future issue and in multiple other forms this year, including in print and at
a panel discussion at SECO later this month, Contact Lens Spectrum and a
major contact lens manufacturer will release the results of an extensive study on
the lifetime value of contact lens patients to eyecare practice. Too often eyecare
practitioners think that the short-term profit of providing spectacle-only care
is more rewarding than providing contact lenses and contact lens care. I believe
they subconsciously think about the fact that some patients just won't adapt to
contact lenses short term.

We've
published work from Pier, Christensen and Hanks in the past indicating that the
long-term profitability of a contact lens patient is higher than a spectacle-only
patient and that proactively prescribing contact lenses is more profitable to the
practice long term because of higher retention rates, higher total fees and higher
margins. Contact lens patients return to the practice more frequently, too. Now
a major study by Professor Mark Ritson from the London Business School, funded by
Vistakon, reveals in very scientific terms, with excellent methodology and expert
analysis, that contact lens patients are indeed more valuable to the practice. We
will publish this work later this year. It will show that a ridiculously low number
of practitioners think contact lens patients are more profitable than spectacle
only. Other issues that our discussions with Dr. Ritson will include are keeping
patients happy, reducing dropouts and methods of patient communication. We now know
and will share with you that conclusively, contact lens patients who are safe in
contact lens wear have a valuable experience for themselves and bring value to your
practice.

Of course, staff training along with excellent patient-centered
professional care and service are essential.

Keep in mind that if you don't properly analyze and apply your
fees for professional services, if you don't value your own service enough, if you
don't keep your material charges reasonable, and if you don't recall your patients
carefully and completely, then the facts that this study will reveal will not benefit
you or your patients.